A tried and tested approach
We are the Quebec specialists in counsel and guidance in the evaluation and selection of marketing communication agencies.
In a context where professional ethics and administrative rigor are more important than ever in business decisions, the management of a call for proposals is a complex process that can have important consequences in terms of budget and brand management investments. While an advertiser is preparing to invest large sums with an agency, the choice of this agency can not be made without rules, based on prejudices or perceptions that can sometimes be erroneous.
Just as recruiting experts or head hunters are mandated to hire a senior executive, using a consultant to assist an advertiser in the agency selection process offers many benefits:
– The external consultant knows the industry, the agencies and their services. He knows the best they have to offer, and is able to guide the advertiser in choosing the selection criteria that will differentiate them.
– He is neutral, objective and has no interest in favoring one agency over another. His knowledge of the industry also allows him to correct the misinformation, rumors, perceptions and erroneous value judgments that can be conveyed during a selection process.
– He does not choose the agency instead of the advertiser, but ensures the rigor and objectivity of the selection process, notably by conducting the selection committee’s discussions so that the opinion of all the members be fairly represented.
– He saves time and money to advertisers and agencies, acting as the main interface during the selection process:
– For the advertiser, by taking charge of the process management, the liaison with the agencies and all follow-ups;
– For the agencies, by managing the process and tracking questions and requests, allowing them to more accurately plan the resources and investment required.
We do not pretend to know everything. That is why, for services we do not offer ourselves, we’ll be happy to assist you in a rigorous agency selection process.
We offer solutions that are both methodical and adapted to your reality, that will meet your objectives while being respectful of the agencies’ work and investment to obtain an account.
We are not necessarily looking for advertisers to “pitch” their business. We are here first and foremost to solve problems and find the best fit between an advertiser and his agency. Sometimes, as with any personal or professional arrangement, problems can be solved within the relationship. Sometimes, time may have come to find a new partner.
The process can also change according to the needs and concerns of clients: it can range from informal meetings with some agencies, to an invitation process or an open process, where an agency that was not initially top-of-mind can surprise.
The selection processes we put in place are at all times respectful of a client’s expectations towards an agency. We are just as respectful of the work of an agency, which invests time and money in “pitches” that sometimes are impossible We know the agencies and know what to ask them and how to ask them, without any bias.
We can also set up agency evaluation processes that, applied regularly, can predict problems before the client-agency relationship deteriorates.
Specialized services
- Consulting services in agency evaluation and selection
- Tender process management
- Agency evaluation process management
Recent mandates performed for:
Études de cas
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Associé principal
Patrice Attanasio est le co-auteur du Guide de sélection d’une agence, publié en 2014 aux éditions Infopresse pour l’Association des agences de publicité du Québec (AAPQ). Ce guide présente, pour la première fois, une position commune et concertée des agences de publicité du Québec envers un processus de sélection qui se veut juste et équitable, tant pour l’annonceur que pour les agences. Patrice réalise personnellement chaque mandat de sélection et d'évaluation d'agence.
